Service Quality and Customer Satisfaction

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Questions and Answers

What is one of the difficulties in evaluating a service?

The customer lacks sufficient knowledge to appraise the service even after usage or consumption. (correct)

The customer has complete knowledge about the service.

The customer's expectations are always identical to their perceptions.

The service quality is always consistent.

What is the 'customer gap' in the context of service quality?

The difference between customer perceptions and provider's understanding.

The difference between service design and customer perceptions.

The difference between provider's understanding and customer expectations.

The difference between customer expectations and perceptions. (correct)

What is the 'listening gap' in the context of service quality?

The difference between customer expectations and provider's understanding.

The difference between customer expectations and provider's understanding of those expectations. (correct)

The difference between customer perceptions and service design.

The difference between service design and performance standards.

What is the purpose of a 'service blueprint'?

To design and standardize a service. Signup and view all the answers

What is an essential aspect of 'relationship marketing'?

Upward communication. Signup and view all the answers

What is the 'service design and standard gap' in the context of service quality?

The difference between service design and performance standards. Signup and view all the answers

What is a key strategy to close the 'listening gap'?

Adequate customer research orientation. Signup and view all the answers

What are the traditional elements of the marketing mix?

Price, Place, Product, and Promotion. Signup and view all the answers

What is the primary goal of service recovery strategies?

To improve customer satisfaction and loyalty Signup and view all the answers

What is the benefit of cultivating relationships with customers during service recovery?

It improves customer satisfaction and loyalty Signup and view all the answers

What type of fairness refers to the results that customers receive from complaints?

Outcome fairness Signup and view all the answers

What is the purpose of encouraging and tracking complaints?

To identify and fix underlying problems Signup and view all the answers

What is the benefit of offering a service guarantee?

It improves customer satisfaction and loyalty Signup and view all the answers

What is the purpose of making the service 'fail-safe'?

To do it right the first time and avoid service failures Signup and view all the answers

What type of fairness refers to the policies, rules, and timeliness of the complaint process?

Procedural fairness Signup and view all the answers

What is the purpose of learning from lost customers?

To identify opportunities for growth and improvement Signup and view all the answers

What type of customers are likely to result when the service provided is below the minimum level considered acceptable?

Dissatisfied customers Signup and view all the answers

What is the dimension of service quality that is highly dependent on employees' ability to communicate their credibility?

Assurance Signup and view all the answers

Which of the following sources of expected service influences both desired and predicted service expectations?

Explicit service promises Signup and view all the answers

What is the term for an employee's response to a customer's needs and requests?

Adaptability Signup and view all the answers

What is the term for an employee's unprompted and unsolicited actions?

Spontaneity Signup and view all the answers

Which of the following factors can influence customer expectations of service?

All of the above Signup and view all the answers

What is the term for an employee's response to a problem customer?

Coping Signup and view all the answers

What is the fundamental characteristic of a service?

It is an intangible product Signup and view all the answers

What happens when service delivery systems fail, and an employee responds to the failure?

Recovery Signup and view all the answers

Which of the following industries is an example of a service industry?

Air transportation Signup and view all the answers

What is the term for the service that occurs when a retail employee helps a customer find a desired item?

Customer service Signup and view all the answers

What is the idea that all products and physical goods are valued for the services they provide?

Derived service Signup and view all the answers

What is a characteristic of a service-based economy?

The fastest growth rates in job formation are in service industries Signup and view all the answers

Which of the following companies is an example of a non-service company that sells services?

Macy's Signup and view all the answers

What is the term for the service that is provided by a physical good, rather than the good itself?

Derived service Signup and view all the answers

What is the idea that all businesses are ultimately service businesses?

All businesses are service businesses Signup and view all the answers

What is one of the roles of the Servicescape as a Package?

To convey expectations for new customers Signup and view all the answers

How does the Servicescape as a Facilitator affect the flow of activities?

It either impedes or helps the flow of activities needed to accomplish both employee and customer goals Signup and view all the answers

What is one of the roles of the Servicescape as a Socializer?

To convey expected roles, behaviors, and relationships Signup and view all the answers

What is the primary purpose of the Servicescape as a Differentiator?

To set the organization apart from its competitors Signup and view all the answers

What theory explains the effects of the Servicescape on behavior?

Stimulus-organism-response theory Signup and view all the answers

What is the 'stimulus' in the stimulus-organism-response theory?

The multidimensional environment Signup and view all the answers

What is affected by the dimensions of the Servicescape?

The internal reactions of customers and employees, which then influence their behavior Signup and view all the answers

What is the result of the interactions between the dimensions of the Servicescape and the internal reactions of customers and employees?

Correspondent behaviors Signup and view all the answers

Study Notes

Zones of Tolerance

Customer expectations of service quality vary across different service dimensions
Different customers possess different zones of tolerance (narrow vs wide)
Dimensions: reliability (narrow zone) vs empathy (wide zone)

Factors Influencing Customer Expectations

Personal needs
Personal service philosophy (own experience)
Derived service expectation (others' input)
Perceived service alternatives
Situational factors (uncontrollable vs personnel situational factors)
Predicted service

Service Promise

Sources of desired service expectations:
- Explicit service promises
- Implicit service promises
- Word-of-mouth communication
- Past Experience
Sources of adequate service expectations:
- Short-term and fluctuating factors
- Perceived service alternatives
- Situational factors
- Predicted service

Customer Perceptions of Service

Spontaneity, adaptability, and coping: Dimensions of recovery
Recovery: employee response to service delivery system failure
Adaptability: employee response to customer needs and requests
Coping: employee response to problem customers

Service Quality

Credibility: assurance dimension of service quality dependent on employees' ability to communicate credibility and inspire trust
Credibility is essential to inspire customers' trust and confidence in the firm

Introduction to Service

Services are deeds, processes, and performances provided, coproduced, or correlated by one entity or person for and/or with another entity or person
Services are intangible
Service industries and companies include those typically classified within the service sector
Service as a product represents a wide range of intangible product offerings that customers value in the marketplace
Customer service is a critical aspect of the service experience

The Gap Model of Service Quality

The Gap Model: Customer Gap, Provider Gap 1 (Listening Gap), Provider Gap 2 (Service Design and Standard Gap), Provider Gap 3 (Service Performance Gap), Provider Gap 4 (Communication Gap)
Customer Gap: difference between customer expectations and perceptions
Provider Gap 1: difference between customer expectations and a company's understanding of those expectations

Service Recovery Strategies

Fix the Customer: respond quickly, provide appropriate communication, treat customers fairly, and cultivate relationships
Fix the Underlying Problem: address the actual problem that created the poor service delivery
Offer a Service Guarantee: pledge or assurance that a product or service will perform as promised, with reparation if not met

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Description

This quiz assesses your understanding of service quality, customer satisfaction, and zones of tolerance. It covers the concept of zones of tolerance, including reliability and empathy, and how they impact customer satisfaction.